Ev
en the obvious market leader in dress materials, Arvind Brands (of S.Kumars fame), which recently forayed into retailing, has always maintained a very clear positioning for its branded retail outlets. “Success does not come by retailing apparels in big marts. This might happen in small towns where the market is still dominated by dress materials, but not in metros. Here the success lies in retailing as many brands as one can through a single outlet,” feels Tarun Joshi, CEO, Brand House Retail of S.Kumars. Well, Joshi might be right, butthen the million dollar question arises, how Tatas or Biyanis succeeded by retailing their in-house labels? Whether it’s Pantaloon or Westside, both of these retail stores are primarily positioned as apparels retailers and lesser heed has been given to accessories. Affirms Pavas Bhatia, Analyst, Technopak, “In metros, apparels retailing has the highest margins and these players, while offering their own apparel brandshave focused more into exclusively retailing apparels. But, if you are retailing other products with apparels, then act as pure retailers. Don’t create you own labels.” So, it seems that while branding in the retailing world, the mix & match approach works best. After all, Indian customers are sticklers for freedom of choice!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
en the obvious market leader in dress materials, Arvind Brands (of S.Kumars fame), which recently forayed into retailing, has always maintained a very clear positioning for its branded retail outlets. “Success does not come by retailing apparels in big marts. This might happen in small towns where the market is still dominated by dress materials, but not in metros. Here the success lies in retailing as many brands as one can through a single outlet,” feels Tarun Joshi, CEO, Brand House Retail of S.Kumars. Well, Joshi might be right, butthen the million dollar question arises, how Tatas or Biyanis succeeded by retailing their in-house labels? Whether it’s Pantaloon or Westside, both of these retail stores are primarily positioned as apparels retailers and lesser heed has been given to accessories. Affirms Pavas Bhatia, Analyst, Technopak, “In metros, apparels retailing has the highest margins and these players, while offering their own apparel brandshave focused more into exclusively retailing apparels. But, if you are retailing other products with apparels, then act as pure retailers. Don’t create you own labels.” So, it seems that while branding in the retailing world, the mix & match approach works best. After all, Indian customers are sticklers for freedom of choice!For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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